Viewers’ “brains are working harder” when they consume content on YouTube than they are when they view broadcaster video-on-demand platforms such as Channel 4’s All 4 – but this isn’t necessarily good for advertisers on YouTube. That’s according to researchers commissioned by Channel 4 to investigate consumer behaviour while watching on- demand. Sharing details of the latest Channel 4 “In VoD we trust” study at the Esomar market research conference in Dublin last week, Rob Ellis from the firm Cog Research said viewers are more likely to be “in a relaxed, fluid state” when watching programmes and advertisements on All 4. When we consume content in the more cluttered visual environment that is YouTube, however, we tend to be “in a distracted, planning state”, he said. We are figuring out…